Written in 2004; 984 words; 7 sources; MLA; $ 34.95
Paper Summary:
This paper discusses the strategic decision of creating a website for Starbucks. The paper explains that the purpose is to project the Starbucks's story and share it with its customers, both existing and new. The objectives include branding, e-commerce, and customer communication, and this idea rests on meeting experiential and utilitarian goals. The paper examines the site that provides the opportunity to explore, browse, and learn about Starbucks on one side and specific task-based needs on the other side like shopping, locating a store, or looking for a job.
From the Paper:
"The new online strategy analysts believe will help Starbucks extend its brand image to a larger range of audience than just its coffee-retail market. Many of the current Web portals are just information-based and hardly offer any brand identity. The Starbucks portal will draw customers to it because of its unique character and personality. The portal's e-commerce part is a combination of the current line of activity and also offers links to other businesses like Drugstore.com and eBay. The content side is focused on lifestyle and arts and music reviews and includes message boards. (Starbucks to launch portal site, report says)"
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